Viking

To identify customers and drive long-term value

Supplying Viking with a long-term view of its customer base

Business problem

Viking wanted to identify prospects who’d provide long-term value.

Solution

So we built and deployed a customer lifetime value model, which was mapped onto Viking’s prospect data to identify high potential lifetime value prospects. The model was then deployed in a champion/challenger test against the existing targeting methodology.

Results

The model out-performed existing models and provided a platform for a new customer loyalty programme.